#SEO

If you run a PPC agency, you’ll know it’s not that unusual for clients to occasionally bring in an outside auditor to review their PPC accounts. Sometimes, your client will let you know in advance; sometimes, you’ll find out when you see a request to access the account. And sometimes, you won’t find out until after the fact, when the final report is forwarded to you for discussion! I completely understand why some clients like to have an outside audit of their PPC accounts. For some companies, it’s simply part of their due diligence. For others, an executive will come up with the idea and push it through. And for some, it’s impossible to resist the allure of a “free” audit. I can also understand why clients might hesitate to inform their PPC agency of their decision. They might feel embarrassed or uncomfortable about the situation. Or they may feel ambivalent about the aud...